Subimods is an online destination for Subaru enthusiasts searching for the latest and greatest automotive modifications. As a marketplace for aftermarket Subaru parts and accessories, Subimods offers performance upgrades and aesthetic modifications, helping drivers enhance their rides to match their personal style, driving habits, and vehicle preferences.
This niche approach makes Subimods a natural choice for a tight-knit, passionate community of Subaru lovers. But every customer’s idea of “aesthetic upgrades” can be different. Satisfying this diverse audience requires Subimods to maintain a comprehensive product catalog—available at competitive prices. The brand also needs to offer a customizable, user-friendly online experience. Subimods has built a reputation for top-notch customer experiences, and a recent upgrade to its wishlist enhanced that reputation, resulting in revenue that exceeded the return on investment in Swym by 287%.
Subimods customers needed a Wishlist tool that would allow shoppers to repeat purchases in the future, building up a personal catalog of Subaru mods unique to their performance needs or aesthetic tastes—which meant a generic wishlist wasn’t enough.
They needed a custom-built multiple-wishlist experience, allowing their shoppers to sort the list and view it in two different formats (list and grid), similar to the functionality on their collections pages. Doing so allowed them to keep the experience standard throughout the site and provided utility their shoppers needed (like marking certain items as “maybes”).
“The biggest challenge for us,” said Nick Nazzaro, Owner/CEO of Subimods, “was finding a platform that would allow us to not only create a valuable functionality for our customers but to allow us to generate revenue from those customers utilizing the new functions.” Allowing customers to mark items as a “maybe” on their wishlists, for example, meant capturing extremely relevant customer intent data that could be leveraged in future marketing campaigns.
Looking to make its wishlist more relevant for Subimods browsers, the company implemented Swym Wishlist Plus. The idea was to create a win-win: Customers now had an easy, intuitive way to save and track products over time—potentially watching for price drops. For Subimods, these custom wishlist features meant being able to offer a more personalized approach to their sales nudges.
To implement these personalized nudges, Subimods integrated Wishlist Plus with Klaviyo. “Wishlist Plus has an integration with Klaviyo that allows us to deliver price drop emails to users who have that item in their wishlist,” notes Nazzaro. “It has become a valuable part of our marketing email flow.”
Whenever a price drop on a specific accessory occurred, the system automatically sent a price drop email to eager customers. This made it possible to make sales without any additional work from the Subimods’ customer experience team, and resulted in a 4.1% conversion rate on price drop emails.
Subimods also loved how Wishlist Plus enabled gentle nudges, utilizing useful tools and low-pressure sales tactics. It worked, too: They found that 21% of SMS recipients click over to the website and engage with content from these marketing campaigns. Nazzaro says the company really enjoyed “the ability to inject items into your customers’ wishlist, or build them a recommended series of items in their wishlist.”
The wishlist became a customer convenience tool to enhance the shopping experience. Just as importantly, it delivered new revenue for Subimods.
The numbers paint a clear picture: Subimods saw open rates of 59.1% on price drop emails and a 4.1% conversion rate without any additional sales work for the team. The most valuable feedback, however, has been on the qualitative side of their business.
“The biggest thing we notice about Wishlist Plus is the positive things our customers say about the functionality,” says Nazzaro. “Our business model allows for the same customer to make repeat purchases, so we are already in a good position. But Wishlist makes it easier for those customers to plan out their purchases and use their wishlist as a reminder for all the things they need.”
The swell of enthusiasm for Subimods has helped accelerate the brand. Even so, Nazzaro is confident the numbers are way, way up. “I can say with the utmost certainty if we ceased using the platform, both of those stats would decline,” he said.
Working with Wishlist Plus continues to drive happy customer comments and definitive results for the company:
Wishlist makes it easier for [our] customers to plan out their purchases and use their wishlists as reminders for all the things they need. We have been with Wishlist Plus so long we aren't able to show a before and after AOV or repeat purchase trend without Wishlist Plus, but I can say with the utmost certainty if we ceased using the platform, both of those stats would decline.Nick Nazzaro
CEO and Owner, Subimods
How Petit Bateau Japan drove significant revenue growth with Swym WishlistsAs the name suggests, Petit Bateau is a French brand dating back to 1893. While originally focused on children’s clothing, the brand expanded to trans-generational offerings in the 21st century. These days, its products are accessible to families across Europe, China, the Middle East, and the United States.
Read Case Study
How Swym apps help Brighton boost AOV and LTVBrighton, a 30+ year leading manufacturer, retailer, and wholesaler of jewelry, handbags, American-made leather goods, and accessories, was an early arrival to the world of online sales.
Read Case Study
Helping e-commerce brands craft a more seamless experience for their customers
